a. buyer Personas

Based on our target market, we created three buyer persons to represent the consumers that we want to focus on with our marketing campaign.

First, Chloe is a 19-year-old college student based in LA. She is an activist who keeps up with social issues, especially climate challenges and racial injustice. More recently, Chloe has been reading about how skincare chemicals can kill coral reefs and has been on the hunt for beauty products that have clean and environmental-friendly ingredients. She is heavily active on social media and uses social media to post about her life and chat with friends. She is the type of person who is always the first one to know about new beauty and fashion trends. Moreover, she mainly uses Instagram and Tik Tok but is also active on Youtube and Snapchat.

Our second buyer persona is Jasmine. She is a 23-year-old fresh graduate who just started working full-time as a business consultant. Due to her new life changes and anxiety, she is facing several skin problems. She has problems with acne, blackheads, and sensitive skin, but she has to wear makeup to work and meetings with clients. Jasmine’s busy working schedule and salary cannot afford luxurious skincare, so she reached out to a dermatologist. Her dermatologist recommends she keeps her skin products “clean and simple.” Just like Chloe, Jasmine is always on social media to keep herself updated with news, and she also uses social media to find out about new skin products for her skin problems. She is active on Instagram, Linkedin, Youtube, and Twitter.

Our third buyer persona is Oliver, a 23-year-old artist, and Youtuber based in Hawaii. He is passionate about beauty and fashion and has his own standards and judgment of the beauty and fashion industry. Even before becoming an influencer, Oliver enjoyed trying out new beauty products and writing reviews online. He has a small fan base on social media (specifically on Instagram and TikTok), where he actively interacts with fans. He also has many influencer friends and likes to discuss new makeup and fashion trends with them. Since he is an influencer, he is active on most social media platforms, including Instagram, Twitter, Youtube, Snapchat, and Tiktok.

Along with the current clean beauty market having huge potential for growth, Tower 28 also has many potential customers to reach. The overall objective of our campaign is to increase Tower 28’s brand awareness, thus allowing them to break through the clutter in this saturated clean beauty market and boosting revenue for the company. Our team has used the SMART goal framework to showcase our objectives for the campaign.

Many people are aware of the “clean girl” concept but have never heard of the brand Tower 28. The goal for this campaign is to raise brand awareness through our influencer collaborations, college brand ambassador program, pop-up shops, and subscription box. Through this campaign, we wish to increase Tower 28’s brand awareness and thus generate more sales.

1. We want to increase website traffic by 20% and increase purchases by 10%.

2. Increase attendance at our pop-up shops/events by 15% within our sixmonth campaign.

3. Increase overall sales (stores, online, TikTok, etc.) by 15%.

4. Increase Tower 28’s social media followers by 20%.

To achieve these goals, our campaign includes online and in-person events, as well as involves diverse influencers and college students.

Social media followers, attendance, and sales are all directly influenced by brand awareness.

The campaign itself will last 6 months; the campaign will create a lasting impact and contribute to overall brand awareness in the long term.

Goals and objectives help set the general direction that we hope to achieve through our #CleanIsInclusive campaign, while key performance indicators (KPIs) and benchmarks track specific data to determine the success of the campaign. The following are KPIs that we will be using to evaluate the success of the campaign.